Continent's tourism promoters set sights on recovery

CAPE TOWN－African tourism experts said on Wednesday that the continent expects the rest of the world to help bring its tourism industry back to financial fitness in a sustainable way.

"If you look at South Africa for example, when we have a protest or something that makes it in the international news. All of a sudden, the whole country is violent, South Africa is bad," said Tshifhiwa Tshivhengwa, CEO of the Tourism Business Council of South Africa, during the three-day World Travel Market Africa in Cape Town.

The continent faces the same situation as South Africa does, and Africa's branding and communication is not sufficient, he said during a session about Africa's tourism recovery amid the COVID-19 pandemic.

He added that Africa needs a plan when there is a "tourism crisis", thereby knowing how it is going to respond and build confidence among tourists and ensuring people know the real situation.

There is confusion in people's minds about Africa, and they "still think Africa as a country", said Mariette du Toit-Helmbold, founder of tourism marketing agency Destinate.

The private sector in Africa's tourism industry should be more involved in making travel easier by offering travelers better and clearer information, she said.

David Germain, regional director for Africa and the Americas at the Seychelles Tourism Board, suggested using social media for marketing, as many people refer to social media to get confidence or insights of travel.

At an African ministerial roundtable on Monday, Najib Balala, cabinet secretary for tourism and wildlife of Kenya, said ministers also spoke of the need of "going green" in the tourism sector.

Philda Kereng, environment and tourism minister of Botswana, said Botswana looks at sustainability as a key to facilitating the growth of tourism sector.

"We have to conserve and preserve national resources on the base of which we are developing and serving products," she said, adding that the southern African country has revised its tourism policy to make it responsive and resilient to climate change.

"Going green is the way for tourism development that is based on the natural resources."

Balala said Africa could utilize its vast solar energy potential and become a leader in green tourism.

This year's World Travel Market Africa included a business-to-business tourism exhibition among other events, aiming to bring benefits and opportunities to travel professionals in Africa.

Xinhua